140 Characters of Risk: Some CEOs Fear Twitter

Only a handful of high-profile CEOs are active on Twitter, despite pressure to be accessible, Melissa Korn reports on digits. Photo:Rueters.

This transcript has been automatically generated and may not be 100% accurate.

... I ... the ... its ... deadliest J live I'm Simon Constable ... well why is it ... some CEOs and ... chief financial officers and people like that so instead of social media ... to explain this to weasel ... the corner of the ... management group and The will Street gentle thank you very much for being a kid ... what what's going on was one of the quaking when they got the Twitter account ... that would explain all appetite this to say what they would ... very few Sierras and executives any Apple really are on Twitter ... social media in general to terrified of messing up at the risk ... is to make if an informal speaks international its Lakeland a kitten off the cuff ... reaction to ... a sports game or you know of political depends what why are they scared me everyone knows that it's even things that wouldn't happen so moment in time to buy the rest of us right ... here in us that they're supposed to be human beings now ... Canberra representation of their brand of the company said they don't want ... to then become this other person they hear Nike distraction from the company ... you wanna just a lot of that and dishonesty dependent the company line ... I in fact customer is another people want to build a kick in and want to see the argument they wanna ... get that personality so Jeff Immelt so aam and the distances and to know how come my grandpa would on Twitter before U S aggressive while I get to them on has been on Twitter from two weeks now ... that means he's posted nine or ten peaks of five ... Sarah is ... just getting into it now and he has a team that helps him to speak ... one is CEO of New scope of parent company ALM that the new group of Mottaki the tweets of a long running TV so easy to be to be that I'm scared of the that schools should they just like full of an example ... so for some executives every of the works to be ... all out any fat Richard Branson ... were Rackspace apple crop prices from God that he ... their personalities ... now ... on on display ... I with bright lights ... and bells by it ... it's not like everyone to give a very boring kind of ... tightly when our company military ... I'm cap company ... he really went to work at company really is a company by company executives thanks after defending his office for stiff ... the part that will bring in your story which which is pretty good right by the way I mean this exam will live like that that communications office assigned to the the CEO don't do that to me tells LaVette having committee meetings about this which is sort of the antithesis of was social media was a recently born into thing to be about that sounds like ... I'm now aam you know they made a big rival some people you know me and some some losses from Russian newspaper in the nineteen eighties it so it's one ... thing that they need to get off the social media but many seconds don't know how to start to have a team can handle it for that ... but that's one of the worst things to do people sang a social media experts say it's just ... it's so inauthentic SA National Defence says ... I know some guidelines that some rules that carry yourself ... camera ... at least if you can take ... it isn't the only riding on bikes though you going to ... mess about the fall of the bike when you want to ride a bike a mass violence in two thousand and eight the month you have an arrow to um on one of the Bundesliga what it what he mean by that man Utd alumni why is there anything wrong with us now this I mean if you are alienating customers if you're bashing ... on ... competitors you probably went too far ... I need to apologize it's ok to apologize on social media ... I love that the text ... is here to apologize to her much Melissa Korn at the read mall man on the vs day don't count would call will be back in a moment with more Digits ...